Design with creative logic.

I believe that the creative process must be driven by logic (I am German after all, and we are nothing if not practical). As well as dreaming together, we also do important groundwork that brings clarity to your overall vision. Whether we are working on your brand, an editorial project or a website, your project will encompass three considered layers of thought.


1. Your Purpose

To start, we turn the spotlight on you. I get to know you and your business, so I can truly understand the why, what, who and how. As we define the purpose of your project, you can trust me to listen first and deliver feedback with 100% honesty. This is as much for my benefit as yours—my clients regularly comment that this part of the process brings them clarity and direction for the future. For a taste of this stage, download my free Brand Journal.

2. Cultural Depth

Once I have tuned into who you are and what you need me to bring to your project, I start researching. My cultural vernacular brings depth to the process, paired with strategic thinking. This process takes me deep into typography, emotional cognisance and your industry. I distill all this research and inspiration into a layered strategy for your project. This step is directly guided by the ideas, values and goals set forth in stage one.

3. Refined Approach

One of my favourite quotes is by J, Franklin, who said: “Simplicity, carried to an extreme, becomes elegance.” Harnessing my love for detail, I polish your design until your brand is true to who you are. Whether it needs to be cleaner, lighter, friendlier or more confident, I won’t present a concept until I am confident that the intention of the design is clear. This final stage allows the nuances to shine and leaves room for your story to be seen and heard.


Defining the foundations of your brand can be daunting, and it is tempting to just jump straight into drawing a logo. But to set yourself apart from the crowd you need to be clear on why you do what you do, and who you do it for. 

Get your free ebook below.



Unsure what a brand really is … or where to start in defining yours?

The Brand Discovery Journal takes you through the foundational steps of creating a purposeful brand. This journal is the first part of my process, and it has been so effective for my clients that I've decided to share it publicly for free.

Whether you are just starting out or want to elevate your existing brand, this journal gives you valuable cues and inspirations to help you uncover the ideas and values behind your brand.

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Want to know more?

I genuinely admire my clients and the work they create. If you think we are a good fit, I’d love to hear from you—just send me an email or give me a call.